PENGARUH INOVASI PRODUK, HARGA DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN JERSEY DI PERSEBAYA STORE

Abstract

As Persebaya store company has faced a competition, it’s company needs to maintain the jersey quality and product price in order to increase the customers buying decision. This research aimed to examine the effect of buying decision and the effect of word of mouth on the buying decision of jersey product at Persebaya store. The research was quantitative with causal as the approach. While, the population was customers who decided to purchase at Persebaya store. Furthermore, the data collection technique used accidental sampling with 100 respondents as sample. In addition, the data analysis technique used multiplelinear regression with SPSS. The research result, from t test, concluded product innovation had positive and significant effect on the buying decision of jersey product at Persebaya store. Likewise, priceas well as word of mouth had positive and significant effect in the buyin decision of jersey product at Persebaya store.
Keywords: product innovation, price, word of mouth, buying decision.